Posted by Vale
Seth Godin has been called ‘America’s greatest marketer’. Well they go in for superlatives don’t they? But his blog – Seth’s Blog – is full of interesting ideas and reflections about the way that businesses operate.
He recently blogged about caring more and what it might mean for a business:
Politicians are held in astonishingly low esteem. Congress in particular is setting record lows, but it’s an endemic problem. The reason? They consistently act as if they don’t care. They don’t care about their peers, certainly, and by their actions, apparently, they don’t care about us. Money first.
Many salespeople face a similar problem–perhaps because for years they’ve used a shallow version of caring as a marketing technique to boost their commissions. One report by the National Association of Realtors found that more than 90% of all homeowners are never again contacted by their real estate agent after the contracts for the home are signed. Why bother… there’s no money in it, just the possibility of complaints. Well, the reason is obvious–you’d come by with cookies and intros to the neighbors if you cared.
Economists tell us that the reason to care is that it increases customer retention, profitability and brand value. For me, though, that’s beside the point (and even counter to the real goal). Caring gives you a compass, a direction to head and most of all, a reason to do the work you do in the first place.
Spot on! If we are looking for a sense of direction as the funeral world changes around us, thinking about how we can care more seems to me to be a really good place to start.
You can find the whole piece here.